Brand essence is the soul of a brand and acts as a foundation so the brand appears consistent and authentic. It defines what a brand stands for, shapes the overall identity, and aims to invoke a particular thought, feeling, or emotion in consumers. Typically, it’s expressed in two to three words.
The brand personality is not only included in the description of all product characteristics. It is also about the ways in which consumers respond to a brand and the reasons why they are attracted to it. To discover the brand personality, a company can ask the following questions:
- How does the product or brand affect the customer?
- How can the customer best describe the product?
- What does the customer look like when using the product?
- What does the customer feel like when using the brand?